- Hardcover: 736 pages
- Publisher: McGraw-Hill/Irwin; 12 edition (October 24, 2008)
- Language: English
- ISBN-10: 0073381071
- ISBN-13: 978-0073381077
- Product Dimensions: 8.5 x 1.4 x 11.1 inches
- Shipping Weight: 3.9 pounds
- Average Customer Review: 4.2 out of 5 stars See all reviews (23 customer reviews)
- Amazon Best Sellers Rank: #433,337 in Books (See Top 100 in Books)
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Contemporary Advertising 12th Edition
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Top Customer Reviews
The text has excellent explanations of specific campaigns. Examples such as the rise of Mountain Dew, and how it became the strong brand today from the original drink mixer for moonshine is but one such example.
The text covers workflow and patterns that are unique to ad creation and leads the reader through the process through detailed copy, real world examples, and finished products.
Perhaps one of the suprising chapters is the production techniques. Too many come out of school with what they think are the goods on good advertising, but missing the boat on production and the inhereint limitations and production efforts involved. While not a how-to, the text certainly explains the processes.
The text goes into great length about how different forms of media use advertising. Radio is to Billboards as print is to televison, so the various sub types, buying patterns, influences and importance of each is well covered.
Overall a great resource for the classroom as well as some catch up reading for those confined to one form of media when branching out. This should be in every agency's library.
I was not as enthralled with advertising as I was hoping, so maybe that's why I did not find the book as good as it may be, but nonetheless I do see it as a good introduction to advertising.
Most Recent Customer Reviews
My professor allowed us to have an outdated edition of this textbook and this was perfect. Didn't have to pay an arm and a leg for a text book!Published on April 4, 2014 by Bree
Got here within 2-3 days when I really needed it. Quite useful. Now I'm using up extra words because there is a minimum amount required for a review. :)Published on October 10, 2012 by Alex Fox